The Hidden Forces That Shape Our Decisions

Predictably Irrational (2010) explains the fundamentally irrational ways we behave every day. Why do we decide to diet and then give it up as soon as we see a tasty dessert? Why would your mother be offended if you tried to pay her for a Sunday meal she lovingly prepared? Why is pain medication more effective when the patient thinks it is more expensive? The reasons and remedies for these and other irrationalities are explored and explained with studies and anecdotes.

Anyone who wants to understand why we indulge in irrational behaviors like procrastination, overeating and overpaying, and how we can avoid this

Anyone who wants to learn how to counter their innate irrationality and make better decisions

Anyone interested in social psychology and people’s decision-making behavior in general

Dan Ariely is a professor of psychology and behavioral economics at Duke University. He has written for numerous prestigious publications, such as The Wall Street Journal, the New York Times and Scientific American. His other books include The Upside of Irrationality and The Honest Truth about Dishonesty, which were both bestsellers.

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